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Mobile App 
Marketing Playbook 

A Guide to Increasing 
Mobile Event App Adoptio: 

an eBook by: 

@ CrowdC 


Adoption Drives Monetization: 
Foundational Steps For Success 

As you map out your 
own mobile app 
plan, get in touch. 
We'd like to learn 
more about your 
situation and share 
that are best fits for 
your audience. 


Whom Do You Serve? 

What Do Attendees Want In Their Conference App? 

The Road to Monetization 

Your Mobile App Roll-Out & Marketing Plan 

Driving Downloads & Raving Fans 

Shifting Eyeballs and Ad Revenues from Print to Digital 

Carrots & Sticks: 
Changing Behaviors 

Rewards and Boundaries Expedite Adoption 
Where to Draw the Line 

Sign Up ® 

for a Demo 

10 Smart Moves: 

Your Adoption Acceleration Toolbox 


Appetites for mobile opps ore growing. 

Just how many apps are people actually using? A recent study shows that the average 
smartphone owner has 65 apps installed and they're using 15 in a given week. 

The Social-Mobile early adopter stage is clearly over. We're now well into the fast 
follower stage with mainstream adoption looming. This revolution spans nearly all 
demographics and markets and is an expectation for the coveted next generation 
conference participant. Attendee palates are maturing and their expectations around 
rich conference apps are rising fast. 

For conference organizers, mobile apps are no longer a "should we have one?" 
decision. We're at the "how can we launch mobile apps in the best possible 
way?" stage. 

The average 
smartphone user has 



on his or her phone, 
but uses 

Strategy discussion points include: 

• Which mobile app vendor offers best 
value and best fit? 

• Should we go with web-based, native 
or both? 

• How can we leverage digital real 
estate to drive more value to all 
conference stakeholders? 

• How will we measure success and 
drive continuous improvements? 

• What's our strategy to increase 
and accelerate adoption? 

a week. 


click to 
^ft Tweet this 

1st impressions are 
make or break for 
#mobile #event apps 

click to 
^J Tweet this 

Tips to get your 
on your Attendees 
Top 15FavApplist 

While these are the questions driving most organization's decisions when thinking 
about a conference mobile app, this eBook focuses primarily on the last bullet. 
It's about increasing and accelerating adoption of your conference mobile app 
because... adoption drives everything! 

The user's first impression of your conference mobile app is a make-or-break 
moment. It's a critical point where a snap judgment is made: Is this mobile 
app convenient and helpful? Every "yes" drives repeat use and ultimately, 
stronger adoption. 

You need to earn a coveted spot on your attendees' "favorite 15 apps" list. And 
that means you need to do some specific things to gain their recommendation 
and attention. 

Remember: The conference mobile app engine is fueled by adoption. We want to 
equip you with the latest insight and strategies to vastly improve the attendee's 
conference mobile app experience and increase adoption. 

We'll help you: 

• Assess and select a mobile app vendor who can help you deliver a better 
conference experience. 

• Fine-tune and perfect your mobile app roll-out and marketing plan. 

• Aggregate high-value content that accelerates repeat use. 

• Create a conference experience that drives loyalty through the roof. 

.option Drives Monetization: 

Foundational Step^f or Success 



Whom Do You Serve? 

Pop Quiz 

You're launching a conference mobile app (or leveling up from the one you 
launched last year). 

Whom do you serve? 

a. Attendees 

b. Exhibitors & Sponsors 

c. Speakers 

d. Your organization 

e. All of the above 

Answer: e. All of the above. 

Now, let's reframe the question: 

"Whom do you need to serve most 
with this conference mobile app?" 

The answer is clearly Attendees. 


With more than 3,000 people at our conference, 
we needed a fast way to communicate updates 
and increase engagement. Our mobile app was 
a big hit. More than 80% downloaded it and our 
members now see us as ahead of the curve! 

Courtney Young 

National Council for 

Community Behavioral Healthcare 

It's about upgrading their conference experience. 

It's about providing real-time information that's relevant to their discoveries. 
It's about improving their ability to make fast, real-time decisions based on their 
immediate needs, thoughts and feelings. 

All conference stakeholders are important - but the lion's share of attention 
needs to be on satisfying your attendees. Without attendees, you don't have 
exhibitors, sponsors, speakers or an event. Attendees are your mobile app 
royalty. Provide them with helpful, just-in-time information at their fingertips 
and everything improves. 

a n i 2012 


1 A*r 1 Schedule 

1 1 Locations 

© Wed, Jun 27 1 1 :30 AM ■ 1 :30 PM 

9 Manaalay Bay Ballroom 

w >« w w 

Hospitals and health systems are facing increased pressure to significantly improve the 
customer service experience while simultaneously protecting financial resources. This 
session will highlight those hospitals thai have achieved the 201 2 MAP Award for High 
Performance in Revenue Cycle, Providers will discuss the revenue cycle metrics. 
characlerislics. and approaches thai drive Ihe mast value lQ Iheir palients, physicians, and 
communities and provide insights into what strategies they employed to achieve this 

The Wednesday lunch and leam panel will show you how to create a positive patient 
experience, collaborate with clinical staff, and protect at-risk revenue. 

Baylor Health Care System shows how its hospilals reduced denials to 0.6% of net revenue 

through a centralized insurance verification and valrdalion process 

Cape Cod Healthcare shows how it achieved a 96% clean claim bill rate Ihrough a format 

process improvement initiative 

MultiCare Mary Bridge Children's Hospital shows how it reduced late charges by 2.08% by 

using a mul [(disciplinary team Iq improve charge capture accuracy 

3f Exhibitors 

iJMQf Messages 

^^F Survey 

^Ji Search 


Suzanne Lestina, FHFMA. CPC 

j^M Favorites 

Director. Revenue Cydn MAP 

f click to 
Tweet this 

Provide attendees 
with helpful, just-in- 
time information at 
their fingertips and 
everybody wins 

What Do Attendees Want 
in Their Conference App? 

For attendees, a well-designed mobile app becomes a 
digital journal, capturing highlights of the conference from 
start to finish. 

1 + o k*\ /~\ i i 1 /~i r\ /~\ + r*\ /"*i ir V^\a/ioo f\ v kwv / \y v\ i ta o v\ /~\ /~\ i t i /~\ *~\ \ \ \ i r\ r\ r~» i /~* i^\ /~\ r\ + /~v *~\ /~i /~i \ i*~\ \ i i r\ 

click to 
jp Tweet this 

Do attendees have 
a swiss army knife or 
a digital journal — 
give them one, a 
#Mobile App! 

it snouia oe ineir owiss Army KniTe... speciTic3iiy aesignea to aaa vaiue 
to their conference experience. When they're back at the office, the app 
becomes a powerful tool to quickly recall, implement or share the experience 
with others: 

• Which education sessions did 1 attend? What were the 

actionable takeaways? 

• What additional insight (slides, handouts, notes, etc.) can 1 use to 
improve my work, position or contribution? 

• Which breakthrough ideas should 1 share with my team? 

• Which exhibitors did 1 like most and want to follow up with? 

• Who did 1 meet at this conference? Which new contacts are high 
on my follow-up list? 

When you do everything you can to deliver over-the-top value, as this list 
suggests, that value will trickle down quickly to all conference stakeholders. 

Once you have your focus set on providing an outstanding mobile app 
experience that drives attendee adoption, then you can start asking the 
tougher questions. 


We decided to use a conference mobile app to match our 
attendee expectations for ongoing use of cutting edge 
technologies. Our attendees loved it and it brought in more 
sponsorship dollars. The app sells itself. 

Alaina Schulner, CMP 

Seattle Science Festival 


The Road to Monetization 

If you're selling mobile app sponsorships with little or no user 
metrics to support your pitch, you're selling a dream. 

By the way, you're not alone. There are many out there selling this same dream. 

With today's explosive demand for mobile app advertising, there are more 
than a few eager sponsors who are ready to play. If this is your first mobile 
app launch, that's good news, but never let your attention stray from attendee 
adoption and value. Without that, your monetization plan will quickly unravel. 

Step 1: Adoption Success Plan 

Gather attendee-focused content from a variety of 
respected sources. Map out a timeline for distribution, 
including pre- and post-event. Make sure each element is 
easy to find and enhances the conference experience. 

Mobile app 
monetization moves 
in cycles. This victory 
loop shows how each 
step feeds the next. 

Step 4: Review, Improve 
& Adjust Pricing 

Run mobile app usage reports and review results with 
sponsors. Identify areas of improvement. With strong 
adoption and use, gradually increase pricing for mobile 
app sponsorships and ads accordingly. Give last year's 
sponsors first dibs on next year's sponsorship opportunities. 

Step 3: Deliver What 
You Promised 

Step 2: Secure Sponsor(s) 

Share your Adoption Success Plan with potential spon 
and they'll quickly see that you're serious about driving 
adoption. With a smart adoption plan in hand, signing on 
sponsors will be much easier. 

This applies to all event stakeholders, but first and 
foremost, to your attendees. Deliver on your promise to 
enhance the attendee experience and everyone will 
benefit, including your mobile app sponsor(s). 

Your metrics are only as good as your machine. 

As you shop mobile app providers, be sure to inquire about back-end analytics. 
You'll need solid reporting capabilities capturing mobile app clicks, views, 
preferences and more, with capacity to filter by an assortment of data 
categories. Mobile app providers should have data and usage reports from past 
work they have done, supporting conferences similar in type, size and scope to 
yours. This data and insight will help you set competitive pricing for your own 
mobile app sponsorships and ads. 

Even as mobile app revenues grow, never let your attention move away from 
serving the needs of your attendees. Their satisfaction and engagement drives 
everything - always. 

Food for Thought: 
Your #mobile #event 
app needs analytics 
if you plan to sell 

When asked 

■ ■ What would make you more likely 
to pay attention to an advertisement 
on your smartphone or tablet? ■ ■ 

The majority 


L. J said: 

Relevant content. 

Source: Prosper Mobile Insights 

click to 
^T Read this 

Blog Post: Exhibitor 
Pre-Show Emails: 
Stop Pushing, 
Become Pullable 

click to 
Tweet this 

#Eventprof: You need 
to coach attendees 
on how to pull info 
from your #mobile app 

Your Mobile App Roll-Out 
& Marketing Plan 

(Attendee Customization is the Killer 
Marketing Strategy) 

Email isn't generating the same results it once did. 

There's too much noise, too many interruptions. Audiences ignore email 
(push), because they'd much rather pull in just what they need, when they 
need it. They prefer to customize how and when they receive information 
from organizations they trust. 

That's where conference mobile apps work best, as they amplify reach. Focus 
on getting attendees to download the app and coach them on best ways to 
pull in helpful content. Making large conferences personal was difficult before 
the mobile app. Give participants the ability to customize their own event 
channel and experience! 

Push notifications via the mobile app are powerful, but only when the content 
is helpful and valued by the participant. A few examples: 

• Video previews for keynote speakers 

• Tips that help app-enabled attendees better navigate the conference 
than their paper-based colleagues 

• Last-minute room or speaker changes 

• VIP access to book signings for keynote speaker/authors 

Push notifications like: 


Our General Session will 
start in 5 minutes! 

aren't worthy. 

Done right, your mobile app should become the go-to source 
for up-to-the-minute conference insight. 

Within the mobile app, you now have a dedicated channel for push 
notifications, but use this messaging channel wisely. Be careful not to flood it 
with low-value messages. 

Respect your audience and serve up only high-value notifications, directing 
them to helpful content. Anything less and you're another interruption and 
attendees will opt-out. Then, you'll lose all those eyeballs you worked so hard 
to gain. 

Push notifications like: 


Innovation expert Sally Jones 
is signing books in the 
ballroom north lobby. 


when it follows Sally's 
outstanding keynote. 

The mobile app was a great tool for our 
attendees. It made our workshop a lot 
more interactive than it's ever been. 

Lorraine Petrie 

One Lambda, Inc 

Driving Downloads & Raving Fans 

Some will download the app in advance, while others will 
wait until they're in transit or arrive at the conference. 

Keep in mind, repeat attendees and Next 
Gen attendees like to build their itineraries 
in advance. If mobile app content's too 
light, they'll abandon and forget about 
the app. 

Growing Next Gen? 

of younger participants 
create a MUST-SEE list of 
exhibitors before attending 
a conference. 

Source: CEIR Study 

■, click to 
Tweet this 

Wow! 73% of younger 
participants create a 
MUST-SEE exhibitor list 
before attending a 

Here's a quick checklist to make sure you've covered all bases 
to maximize app downloads and use: 

Place a "Download Now" button prominently on your conference website 
Include the download link in all "know before you go" communications 





Create "fast scan download" QR codes and put them everywhere - 
signage, print programs, presentation slides, etc. 

Create a mobile app splash page with a short URL - makes for fast/easy verbal 
instructions for those QR code-hating attendees, e.g. 

Include the link in all staff email signatures 

Make sure there's good Wi-Fi coverage at your host venue 

(or at least several easy-access Wi-Fi hot spots for downloads and updates) 

Drip out new "mobile app eyes only" content regularly leading up to your conference 

Have dedicated mobile app support available on-site (At the registration desk AND 
at a mobile apps helpdesk within easy access during the conference) 

Invest in "white glove" support for exhibitors and speakers to aggregate rich content 

Stir up social networks - ask speakers, exhibitors and sponsors to share the app 

with their followers 

For those who cannot attend the conference, promote the mobile app as 

t click to 
Tweet this 

12 Ways to Increase 

the Number of 

#Mobile App 

Downloads pre-event 

__ click to 
~ Read this 

Blog Post: The Super- 
powers of Social 
Media + Mobile Apps 

Plan, populate and 
promote the mobile 
app and adoption 
will grow. 

an efficient way to monitor conference highlights and announcements 

Offer "express" registration check-in for those who download the a 


Conference mobile apps 
need to be optimized 
for all devices... 


Enterprise tablet adoption is estimated 
to grow by almost 50% per year. 



for 2012 

Corporations will be challenged 
between choosing "bring your own 
device" or corporate-liable devices. 


Innovations for tablets to make the 
I laptop obsolete will persist. 

Source: Vertic — "The Year of the Enterprise Tablet" 

N.-L./.n.-.imn Mentor 

/—"■•■"' , . 


Alicia Morga. Founder ana CEO ol 


Brad Fold, Managing Director ol Foundry 
Group ^ 


Deborah Jackson. CD- Founder 03 
Worrier Innovate Mobile, CEO and 
Founder olJumpThru 

Ellen Pack, Co-Fe under of appSmltten 

Ellen Pack is Ihe co-founder of appSmitten, a service lhat sends 

personalized app recommendations directly lo people's inboxes. Ellen ^^^^jfl 

has more ihan 20 years' experience building online and service |B 

businesses. In the early 1990s, Ellen founded and grew 1 

it into the largest Internet destination lor women_ After a successful |^ ^D 

IPO, merged with iVillage (now owneoj by NBC). After, Ellen boughl Town & Counlry Resources, a regional J ^ [ 19/k 

home staffing agency in the Bay Area, which she sold successfully in 

2008. EHen holds a B.A. in Economics from Columbia College and an M,B.A from Columbia 

Business School. She has earned recognition and awards from a number of induslry 

organizations and media outlets across the U.S., including Wired and Fortune- 

vn Add to contacts 
GU My Notes 

Ellen Pack. Co-FoundBi ol anpSmliion 

Gabrielle Toledarto. Executive Vice 
President and Chief Talent Officer of 
Electronic Arts, inc. 


JDanna Drake Earl. Chiel Operating 

ONtcer ol ngmoco ^ 

Joann* Lang, Founder and CEO ol 
AftoiiiOne Inc. 


Rachel Pike, Inveslme-nr. Piolessiorial at 
Draper Fisher Jurvelson ^ 


Tane?hia Jackson Warner. Fountler and 
CEO Ol £ftfimi Co:isu"li.'ifl G:oj;1 

Shifting Eyeballs and 

Ad Revenues from Print to Digital 

Ten years from now, that 64-page print program will be 
a dusty relic. 

Print programs won't disappear, but they'll sure be a whole a lot thinner in the 
future. It's a savvy meeting spend move; plus, it's greener. 

The move from print to digital requires a series of carefully planned steps. While 
your tech-savvy crowd will be all over the mobile app early, others will need more 
encouragement with strong "What's In It For Me?" incentives. 

Keep in mind, advertisers are already making the shift from print to digital, with 
expectations for mobile app ad spend to triple in the next three years. The faster 
you grow mobile app adoption, the greater your success in growing mobile app 
ad revenues. 

Mobile app ad spend is expected 
to triple in the next three years, 

$7.1 billion 
in 2015 

Here are a few quick tips to help guide you through the print 
to digital transition: 

Develop a Plan to Shift Content from Print 
to Digital in Stages 

Drastic changes sometimes spark resistance. On the other hand, for 
some conferences, drastic change is exactly what's needed to get 
full adoption. If your attendees have grown accustomed to a print 
program with 75+ pages, you'll need to tackle this shift from print to 
digital in a series of stages. Consider moving 25% of your content 
from print to digital in the first cycle. Some conference organizers 
have been successful moving 50% or more of content to the mobile 
app in the first round. Know your audience and plan accordingly. 

f click to 
Tweet this 

4 Strategies to Move 
from Print to Mobile 

for you next event 

#mpi #pmca 

Create Super-Sized Bundles for Exhibitors 

All exhibitors will need a presence on the mobile app to be helpful 
to attendees. Create super-sized upgrade packages for the mobile 
app that include longer descriptions, more product categories, rich 
media and featured placement. For best penetration, premium 
upgrade packages should span all content delivery channels - print, 
web and mobile. 

Use Your Print Program as a Pointer Channel 
to the Mobile App 

As you build out richer digital content on the mobile app, use the 
print program to alert readers about valuable information that's just 
one click away. 

Leverage Social Media to Advance Mobile App 
Awareness, Downloads and Usage 

Use Twitter, Facebook, Linkedln and other channels to spread 
the word that there's game-changing information, accessible 
only on the mobile app. Post pictures, videos, testimonials and 
stories. Encourage speakers to do the same - in fact, write it into 
their contracts. 

Our first go around with mobile apps was a web-based app. 
Learning a lot, we switched to a native app on the second 
go around and things really took off. App usage more than 
doubled from our previous year and we created a new mobile 
sponsorship channel. 

Beth Hecquet 

National Association of Sports Commissions 

arrots and Sticks: i 

hanging jtehiviors 

Rewards & Boundaries 
Expedite Adoption 

Many will download your mobile app and shout "Hallelujah!" 

As we pointed out earlier, you will likely encounter a few change resisters, too. 
Rest assured, with a smart roll-out plan and useful information, those resisters 
will soon see the light. 

Best mobile app adoption success comes to those conference organizers who 
map out a smart "Carrots & Sticks" change plan. In other words, you'll need a mix 
of discipline and rewards to change behaviors. 

As outlined in the last chapter, this will require some "tough love" on your part, 
as you start thinning out print and moving more elements to digital. Some 
manage to complete this transition in a conference cycle or two. Others need 
a longer runway. 

Offer valuable "carrots" on the mobile 
app they won't find anywhere else. 

Use print as a big-picture guide, with 
reminders pointing to richer content on 
the app. 

Keep a close eye on downloads, views, 
favorites and clicks. Use this insight to 
fine-tune your plan and optimize pricing 
for future mobile app sponsorships and 
banner ads. 

• You know your audience better 
than anyone. Design a plan that 
strikes the right blend of 
"carrots & sticks" and ushers in 
change at a steady pace. 

^_ click to 
=~ Read this 

Blog Post: Huge 
Missed Opportunity 
for Conference 
Mobile Apps 

If you're tempted to carry on with that 75+ page print program, 
here's one last "carrot" for you: 

Print program deadlines demand you lock down content 30-45 days in advance. 
This greatly compromises conference value because you can't easily add late- 
breaking news or changes. You'll never need to print a program addendum if you 
have a mobile app with high adoption. 

.~ click to 
9 Tweet this 

Where To Draw the Line 

Here are recommendations on where to draw the line between 
print and digital (aka, Carrots & Sticks): 

From the ©crowd- 
compass #mobile event 
apps eBook: Draw the 
line between Print and 
Mobile #mpi 





Session titles, brief description, time and location. 

Same as print plus learning objectives, detailed session description or full 
abstract, learning support materials relevant to session (PowerPoint, 
session handouts, reports, case studies, etc.) 

Name, title, organization and photo. For popular key- 
note speakers, include short bio. 

Same as print plus detailed bio, contact info, social media profile links, 
books, blogs, videos, etc. Speaker directory with links to each of their 
speaking sessions. Industry speakers can have as rich a profile as 
your keynoters. 



Alpha list with booth #, exhibitor lists by product 
category and show floor map. 

List scheduled networking opportunities. 

Same as print plus detailed exhibitor descriptions, contacts, contact info, 
social media profiles, product brochures/collateral, links, photos and 
supporting content/research (video, press releases, whitepapers, case 
studies, blogs, etc.) 

Accelerate networking by sharing tips with attendees on best ways to 
connect with others using the mobile app. Emphasize how easy it is to find 
contacts with similar interests or contacts who may be helpful for future 
business or professional networking. 

Smart Moves: 

bur Adoption 

Acceleration Toolbox 


10 Smart Moves: Your Adoption 
Acceleration Toolbox 

We've studied hundreds of conferences, spanning nearly every type and 
demographic. These "Smart Moves" have proven to be most effective in speeding 
up mobile app adoption and repeat use. 

One Champion, Many Channels 

Some organizations sabotage success by assigning responsibility for the mobile 
app to a committee. This "too many cooks in the kitchen" approach makes for 
uneven value delivery and light adoption. Assign one champion who will manage 
all aspects of the mobile app, including working with your mobile app provider to 
ensure near-flawless execution. You need one champion who is empowered and 
accountable for accelerating adoption. 

Sneak Preview Road-Test 

Invite a select group of influencers to road-test your app in advance. Collect 
feedback, assess and fine-tune your plan accordingly. Prime the pump and ask this 
preview crowd to help spread the word to others in their professional network, 
once your mobile app is launched. Be sure to acknowledge and thank them 
publicly, too. 

Make a Splash 

You'll need a dynamic splash page (optimized for all devices) that quickly conveys 
value with prominent "Download Now" buttons for each platform. As we noted 
earlier, a short URL works best - something that's memorable ( 
GetApp) and can easily be shared at your Opening General Session (OGS), on 
signage, etc. 

f click to 
Tweet this 

10 Smart Moves in the 
Mobile Event App 
Adoption Acceleration 
Toolbox #eventprofs 

, click to 
Tweet this 

Invite influencers to test 
drive your conference 
app — they'll share how 
gr8 it is w/o being asked! 

Short Video Spots Focused on Mobile App Features 

Create two or three 60 - 90 second videos that showcase benefits of three 
mobile app features. Remember, we're concentrating on attendees. Show 
them how this mobile app will make them faster/better/smarter/happier. Video 
is your best route for sharing this information and growing word-of-mouth 

Game On 

Gamifying your mobile app can be a huge adoption booster, especially with 
a competitive group. A mobile app Leaderboard showing top scorers wi 
accelerate participation. Photo scavenger hunts work well, plus you'll catch 
more candid shots to use in future promotions. 

We launched a mobile app photo 
contest at our last annual conference. 
It was a really interactive game where 
attendees could take pictures, upload 
them and get points. The game 
significantly increased the engagement 
and networking. Our attendees also 
shared the conference pictures with 
their social media networks. 

Christopher Young 

DECA International Career Development Conference 

"For Mobile Eyes Only" Show Specials 

Run a steady stream of specials (discounts, VIP access, etc.) only available on 
the mobile app. Map out your timeline to "drip" out appropriate special offers 
before, during and after your conference. With a smart series of special offers, 
app usage will accelerate quickly. 

Guru Bars with Projection Screens 

Borrow a page from the Apple Genius Bar playbook. Create similar Mobile App 
"Guru Bars" where participants can stop by for support and quick tips. Connect 
a tablet device to a projector and share demos/highlights on the big screen. If a 
mobile app game is underway, get the Leaderboard on screen rotations. 

What's Happening Now + What's Coming Next 

Attendees often make last-minute decisions about which session they'll 
attend next. Help them make smarter choices with a steady filter that delivers 
immediate relevance. 

Survey the Industry Think Tank at Your Conference 

There's a groundswell of knowledgeable participants at your conference. Launch 
a daily poll about industry trends and tap into this think tank. Update results 
throughout the day. Added bonus: You'll be rewarded with powerful statistics to 
reference in post-conference recaps or blog posts. 

, click to 
Tweet this 

Mobile Eyes Only Specials 
and Notifications during 
your event #eventprofs 

-^ click to 
Tweet this 

Launch daily polls during 
your conference then 
leverage the results in 
post event follow-up #mpi 

The number of mobile- 
connected devices will 
exceed the world's 
population by the end of 


(f^\ Provide a Start-to- Finish Conference Experience Journal 

\yyJJ Imagine if your mobile app provided a digital capture of everything each 
attendee experienced? 

Full capture of learning takeaways to share with leadership and colleagues 

A list of key contacts with notes on follow-up 

A keyword-searchable list of conference #hashtag tweets 

Snapshots of travel receipts to speed up filing of expense reports 

A list of post-conference articles, webinars, white papers, etc. 

A discount on registration (or booth purchase) for the next year's conference 

f click to 
Tweet this 

Provide a Start-to-Finish 
Conference Experience 
Journal #eventprofs 


iB r . J 








FF+jj C.E. Pavilion 



t J Search 


The Art 

and Science 

of Dentistry 

May 3-5, 2012 
Anaheim, California 

The Next Move is Yours 

As you map out your 
own mobile app 
plan, give us a call. 
We'd like to learn 
more about your 
situation and share 
that are best fits for 
your audience. 



Sign Up ® 

for a Demo 

The conference mobile app revolution isn't brewing... it's here! 

Now that you have a good handle on the latest and greatest strategies around 
mobile app adoption, it's time to go back and give your own mobile app playbook 
a closer look. 

• Is your aim laser-sharp on attendees and enhancing their experiences? 

• Are all conference stakeholders represented with helpful content that's valued 
by attendees? 

• Is your mobile app easy-to-use? Can attendees quickly find what they need, 
when they need it? 

• Are you launching the app early enough to help your attendees prepare for 

a successful conference experience? (Check out the Conference Mobile App 
Marketing Timeline & Checklist at the end of this eBook.) 

• Does your current mobile app solution provide detailed analytics and helpful 
reports to share with sponsors and advertisers? 

Your next conference mobile app move needs to be a winner 
and we'd like to help. 

Cvent is the largest event management software company in the United States. 
With over 1 ,000 employees worldwide, our technology solutions are used to 
manage more than a half-million events and surveys. 

Our CrowdCompass team has deep expertise in designing and delivering best-in- 
class conference mobile apps - mobile apps attendees download, use repeatedly 
and appreciate. 

obile App Marketing: 

eline & Checklist 

Mobile App Marketing: Timeline & Checklist 

Best Case Scenario: 

You launch your conference mobile app with registration. Your app has strong content right out 
of the gate. You build momentum and repeat use with regular updates that deliver high value 
to attendees. 

For larger conferences with registration that opens 20 weeks out, that's a lot of mobile app 
marketing ground to cover. If you're concerned you won't have enough initial content or be 
able to keep up with regular updates, go with Plan B: At registration time, let attendees know 
that the mobile app is coming - "Stay tuned." Then, launch your mobile app at least 30-days 
before your event to drive strong adoption and repeat use. 

60-70 Days Out: 

Brief teaser message: "The XYZ mobile app is coming - Stay tuned! " 

60 Days Out: 

Mobile app launches as conference registration opens. 

"Download App" is a fast-track step within the registration process, but not mandatory. 

"Download App" buttons are prominent on the conference website. 

For this timeline 
and checklist, 
we'll assume 
opens 60 days 
before the event. 


All staff email signatures include the app download link. 

Release a brief 60-90 second video showing how the app will enhance the attendee's 
conference experience. Keep the content high-level and attendee benefit-focused. 

PR Campaign begins: 

• Press release: "What's new this year?" with highlights about the mobile app. 

• Reach out to reporters and bloggers and encourage them to download the app, 
for fast-track access to late-breaking news. 


As more conference details are solidified, add them to the app and promote updates through 
push notifications and via social media channels. 

(Example: If you sign on a new conference speaker, add it to the speaker list on the app 
and then send out a notification to attendees). 

Change up formats for marketing messages (video, audio, articles, etc.) and content 
sources (speakers, industry leaders, etc.). 

30 Days Out: 


Mobile app content updates are more frequent - at least 2-3x each week. Pay special 
attention to aggregating and improving content from your exhibitors. 

Leverage social media channels to build buzz, peer-to-peer sharing and drive mobile app 
downloads and usage. On Twitter, include the conference #hashtag. 

Add a "What's New This Week?" page on your conference website. Where appropriate, 
point back to the mobile app for details. 

Push notifications via the mobile app are more frequent with important late-breaking news. 

Strong focus on keynote speakers, industry speakers, "Know Before You Go" videos, etc. 
Include a reminder and link to download the mobile app. 

Publish a tip sheet and video to help attendees build itineraries on the mobile app in advance 
and post these on the conference website, blogs, YouTube channel, etc. 

7 Days Out: 

Mobile app content updates occur daily; push notifications for priority content. 

Keep in mind: Attendees appreciate the ability to preview slides or handouts before deciding 

which sessions to attend. Be sure to direct them to this content often. 

Consider launching a pre-conference photo contest using the mobile app. 

Example: "Getting Ready for the XYZ Conference" photo contest. This will stir up excitement 

and you'll be rewarded with great photos for a slideshow at your Opening General Session. 

Messaging to attendees should focus on preparation steps to enhance the conference 
experience (e.g., build itinerary, create must-see exhibitor list, etc.). 


Alert attendees about travel perks and conveniences within the mobile app (e.g., airport 
shuttle, express check-in, VIP lounge access, etc.). 

Send a final "Know Before You Go" email with late-breaking information. 


Encourage those who cannot attend your event to download the app to keep up to speed 
on conference highlights. 


Obviously, the big crescendo mobile app moments will occur throughout the conference. 

All staff should have strong command of at least three advanced features on the mobile app 
that will benefit the attendee experience. Make sure they circulate and help attendees make 
better use of these features. 

After the Conference: 

If you were successful in delivering high value to attendees before and/or during your conference, 
your mobile app is still sitting on their smartphone or tablet. Continue sharing content that builds 
on the conference experience. This might include: 

Highlights, short video clips, session recaps, follow-up blog posts, etc 

Conference Sponsor Acknowledgement with an article or white paper that is valued 
by attendees. 

Post conference surveys. 

Webinars, videos, meet-ups, etc. 

Special discount codes for books, reports, study materials, etc. 

Special discount codes for future events, membership and renewals.